The Shift to Digital Marketing Isn’t Just About Technology

We often want to think that the evolution of marketing is all about technology, that technology can get us to digital intimacy with our audience. But it doesn’t operate in a vacuum. In fact, it doesn’t get selected and installed by itself either. It’s lead by people. According to the Harvard Business Review, that’s the “digital CMO.”

What do these “digital CMOs” do differently? They experiment aggressively. They hire smart digital natives — and empower them. They partner with great agencies. T...